By  on April 7, 2008

LOS ANGELES — Contemporary women's label Ella Moss is expecting a new addition to its family.

Little Ella, targeted at two- to seven-year-olds, arrives in stores this fall after the spring launch of the Little Ella tween line, for girls age seven to 14.

"We decided to launch to fill a new need in the market," said Pamella Proetzel, designer of Ella Moss and Little Ella. "I have a lot of friends who are new mothers who wanted something fun and girly but fashionable as well."

Distilling Ella Moss' signature whimsy into five groups, Proetzel created an 18-piece collection that has style cred.

"We like to take a lot of Ella Moss' little elements like lace details and striping and tailor it down to cute shapes for little girls," Proetzel said.

The collection features an array of mini Ella Moss styles such as floaty soft tops, tunic hoodies and dresses in broad horizontal sherbet and jewel-toned stripes, taking a cue from Ella Moss' signature striped Laurel styles. Little Ella's Stardust Lace group, such as a gossamer Empire-waist dress in creamy diamond-patterned lace, similarly replicates stylings from the adult line. Floral prints explode on bohemian buttercup print blouses and dresses, while the Coco collection concentrates on A-line dresses, princess sleeves and bold candy colors.

"It's fun, it's bright, it's playful," affirmed Proetzel. "We've kept the same soft, cozy quality that Ella Moss has and brought it to the children's market."

Wholesaling from $19 to $33, Little Ella will be sold nationwide at Barneys New York, Lesters and Kidville in New York, Ron Robinson at Fred Segal, Lisa Klein Kids and Blue Bee Kids here. First-year wholesale volume is estimated at $2 million.

Mo Industries, based here, is the brainchild of law school graduate Moise Emquies. The company was founded in 1992 with the launch of Leopold, a contemporary line designed by Proetzel. Upon the closing of that line nine years later, Emquies developed Splendid, a casual contemporary collection, in 2002. Since the launch, the brand has grown to incorporate a men's line, Splendid Mills, and baby collection, Splendid Littles, in 2005. Proetzel took the design helm of Emquies' second venture, Ella Moss, also launched in 2002, overseeing the addition of two new lines in 2007, Ella Moss Girl and Ella Moss Black Label.

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